Empowered Mums Reject Stereotypes

78% of mums have a profile page on one or more of the digital networks

87% of mums in the UK own a smartphone

89% of mums use Facebook

47% use Twitter

42% text multiple times a day

source: onalytica, Nov 2015

But you better get your tone and topics right if you want to join in.

We know from our work with HiPP Organic, the Irish Food Board and family film releases that mum marketing needs a thoughtful touch.

Most importantly don’t stereotype. At either end of the typology scale. The perfect parent is as bad as the exhausted, stressed parent. Mums don’t recognise either of these scenarios. They frustrate them.

This is particularly marked in the mum & baby category where there is temptation for brands to depict an exhausted, anxious mum or the perfect shiny new family. We picked up on this in the development of our HiPP re-positioning campaign. Mums told us their early lives with their children were all about the little personal moments – happy, anxious moments – but also breakthrough moments when they enjoy little ‘wins’. We have reflected this with a mum driven campaign where we have sought mum insights about the moments that matter to them. We want to showcase these moments and allow mums to empower themselves and each other with guidance and moments of recognition. To put mums in control, help them deliver more breakthrough moments and, by so doing, build a deeper and more empathetic relationship between mum and HiPP Organic.

Female empowerment is indeed all around us. We see it in two of the biggest film franchises around – Star Wars and The Hunger Games – both movies with strong female leads.